RSS营销商业价值评价模型与实证研究

随着互联网应用的不断普及和电子商务的日渐发展，网络营销在电子商务领域中扮演的角色日益重要，一种优秀的营销方式能够为企业带来巨大的商业价值。RSS技术曾被视为Web2.0时代网络营销发展的一个大方向，并应用于互联网各个领域，曾为网络营销带来一派欣欣向荣的景象。然而，随着网络营销多元化、数据化、互动性趋势的不断发展，各种社交化网络营销方式不断涌现，RSS营销逐渐被其他营销手段和方式取代，其商业价值也开始受到业界的质疑。本文将基于顾客让渡价值理论，构建价值评价模型，运用多指标从不同角度对RSS营销进行评分，直观地反映出RSS营销所体现出的商业价值。

关键词：RSS营销，商业价值，评价模型

Abstract
With the popularization of the Internet and the development of electronic commerce, online marketing is playing an increasing significant role in the field of electronic commerce. Therefore, a brilliant marketing method can create a great commercial value to a company. RSS technology was regarded as one of the important direction of development in the age of Web 2.0. However, because of the development diversification, data standardization and interactivity as well as the development of social net work marketing, RSS marketing method is gradually replaced by other marketing method and its commercial value is questioned in field of electronic commerce. This thesis is to present the commercial value of RSS technology visually, based on the theory of customer delivered value to build a value evaluation model and by evaluating the RSS marketing method from various perspectives with multiple criteria.

KEY WORDS：RSS marketing，commercial value，evaluation model

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